Challenge :
Shepherds Friendly approached Join the Dots with a brief to review their acquisition strategy to drive growth for their adult ISA product as their current media plan was no longer delivering results.
Impact:
We started with a full review of their existing member data and historic campaign activity, then created a multi-channel campaign to drive the highest possible levels of response across media to which the audience was most likely to respond positively.
Results:
By measuring response holistically, we were able to understand the roles offline and online played in driving incremental sales of their ISA products. With the combined response history and geo-demographic data we created a propensity model for partially addressed mail which would improve conversion.
Outcome:
The first tranche of results showed that the partially addressed mail campaign contributed to increases in key metrics and there was a significant increase in organic traffic – both of which led to the desired growth of their adults ISA product.
